Ad Campaign

Since its creation in 2012, the Quebec CPA Order has conducted an annual ad campaign to raise awareness of the CPA designation, position the accounting profession as a career of choice for young people, and demonstrate the added value of working with a chartered professional accountant in the business world.  

These are our most recent campaigns:

Campaign for the next generation – Make it your business (2024)
Campaign for the next generation - Me? In an accounting firm? (2023)
Campaign for the next generation – Me? (2023)
Campaign for the business world (2023)

FOR FUTURE CPAs

Make it your business | Winter 2024

“Make it your business. To make it in business.” is the tagline for this campaign launched on January 15. It urges today’s youth to commit to a career where they can have an impact on the business world and society, while fulfilling their potential. The possibilities are infinite, from agri-food, green energy and the video game industry to international trade. The CPA designation is the key to finding their place in the business world. A world that they can reinvent based on their values and dreams and where they can make a real difference.

The campaign will be visible on campuses, in the public transportation system, on the Web and on social media.

It also incorporates an influencer marketing strategy featuring three entrepreneur influencers who will demonstrate the added value of recruiting CPAs for their businesses. Another influencer will catch up with young people out in the field.

Finally, a contest will be held during the campaign to make it a fun and memorable experience.

Me? In an accounting firm? | Fall 2023

Accounting firms are counting on you. Me? Yep, you! This is the message we want to convey to future CPAs in our new campaign that will take place in September and October 2023.

As a follow-up to the “Me?” campaign in winter 2023, which encouraged young people to consider or even reconsider the CPA profession as a career choice, the “Me? In an accounting firm?” campaign urges this same target audience to consider a career at an accounting firm.

In collaboration with 26 firms, the profession is reaching out to the next generation to show them that they have plenty of options when it comes to career paths and firms. Influencer marketing, Instagram filter, stories, ads on and around university campuses, on the Web and on social media: This campaign will use many different approaches to reach young people wherever they are.

A French microsite also illustrates just how vast the world of professional accounting is at firms, while showcasing a range of different firms and their ambassadors.

Read the media release > (in French only)

Me? | Winter 2023

The business world is counting on you, you, you and you. Me? Yep, you! Each and every young person has the power to change the business world, even if they know nothing about it. This is the message we want to convey to future CPAs in the campaign created by Reservoir and launched in January 2023.

The goal? Encourage young people to consider or even reconsider the CPA profession as a career choice. The profession boasts a wide range of profiles and the business world would like nothing better than to leverage these diverse profiles and mindsets to meet its many challenges and needs.

With proper training and the CPA designation, young people can leave their mark and aspire to do great things.

This campaign includes outdoor signs as well as ads in the metro system, on university campuses, on the Web and on social media.

Influencer marketing

In collaboration with Clark Influence marketing agency, we created an innovative campaign this year that also incorporates influencer marketing on TikTok and Instagram. To reach a larger audience of young people and be present in their preferred environments, videos were produced with three influencers who are very popular with a young crowd: Marilou Éthier, Massi Mahiou and Anthony Tran.

Follow our TikTok account or visit our campaign’s microsite regularly so that you don’t miss any of the content that will be released in January and February.

FOR THE BUSINESS WORLD

This Canada-wide campaign takes aim at the business world with its slogan “CPA for what matters.” It demonstrates how CPAs make a difference in their communities and drive progress for what matters. Figures that speak for themselves are also used to illustrate CPAs' huge contribution to the country.

The campaign spotlights a number of CPAs who have inspiring career paths and are moving society forward, such as Quebecer and member of the Huron-Wendat Nation Jean Vincent. In addition to being an FCPA, he is Chair of the National Aboriginal Capital Corporations Association, which draws on CPA know-how to help Aboriginal communities prosper.

The campaign has been conducted jointly by the national CPA branding committee and the agency of record, Dentsu Creative.

Video and display advertisements will appear on the Web, on social media and in various other media outlets in French and in English. A microsite has also been created for this campaign.

HAVE IDEAS OR COMMENTS?

Write to us at campagne@cpaquebec.ca.